國際觀光旅館特徵價格之研究

A Study on Hedonic Price of International Tourist Hotel

徐仲德(HSU CHUNG TE)

指導教授 ： 林銘昌

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

依交通部觀光局統計資料顯示，至2005年底我國際觀光旅館共計59家、客房數17,707間，同時向觀光局申請興建或籌建中的國際觀光旅館共計29家，客房數為8,923間；當未來這些國際觀光旅館加入旅館市場後，彼此競爭勢必更加激烈；此情況下，價格將不再是消費者唯一關心的重點，對於住宿環境、附設設施及服務品質等亦是消費者重視的焦點。
本文運用特徵價格理論，採線性迴歸，建立台灣國際觀光旅館特徵價格函數，進而推估特徵之隱含價值，探討國際觀光旅館業定價的適當性，並以了解消費者對於各項特徵的重視程度。另籌設中的國際觀光旅館，更能提早依房間數、員工比、品牌及其他硬體設施等之隱含價格，做為專案投資規劃進行之參考。
研究結果發現國際觀光旅館之特徵價格會隨季節變化有所差異，各季間不存在一條共通之特徵價格方程式；員工比、房間數、溫泉、三溫暖、SPA與品牌等對定價影響較顯著，其中員工比是所有特徵項目中唯一於每季均呈現明顯且正相關的項目；定位型態、顧客來源、散客與團客比例及地理區位等特徵項目對於國際觀光旅館房價之影響並不顯著。

關鍵字

國際觀光旅館定價、特徵價格、特徵屬性

並列摘要

According to the data collected by the Tourism Bureau in the end of 2005, one can find there are fifty-nine international hotels offering 17,707 rooms to serve tourist in Taiwan. There are twenty-nine other international hotels are preparing to build or applying for the licenses to support another 8,923 rooms as well. The price will not be the only issue to be worried since the competition is increased by the participation of those new hotels. On the other hand, the environment of residence, facilities and the quality of service will be concentrated by customers.
The hedonic price theory applied by linear regression method are introduced in this dissertation to estimate the implicit values and study the appropriate pricing mechanism of international hotels in Taiwan to understand how much attention the customers pay for the different characteristics. This is also helpful for those new hotels to design an appropriate investment project considering about the implicit cost of the ratio of employee, rooms, brand and other hardware.
The research presents that the characteristics of international hotel show different seasonal tendencies. There is no common equation to calculate the characteristic price in different seasons. The ratio of employee, rooms, sauna, spa and brand are the factors that obviously affect the pricing method. Especially the ratio of the employee is the only factor showing an obvious positive relation to the price in every season. The factors of style, customer source, the ratio of group and singular tourist, and the location do not show an obvious effect to the price of the international hotels.

並列關鍵字

the price of international tourist hotels、hedonic price、product characteristics

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